Le nudge marketing, vous commencez à connaître le concept, on vous en parle toutes les semaines mais une petite piqure de rappel ne vous fera pas de mal.
Le nudge marketing consiste à donner un « coup de pouce » à une cible bien définie pour l’inciter à avoir un comportement favorable. Attention, le nudge marketing ne consiste pas à manipuler le consommateur (normalement). Le nudge accepte toutes les idées pour favoriser un comportement favorable chez les gens. D’ailleurs, si vous avez des idées qui vous viennent à force de vous renseigner sur le sujet chez Gnitekram, n’hésitez pas à nous laisser vos suggestions en commentaires, qui sait ? Peut être qu’un grand chef d’entreprise passera par là et sera inspiré.
Bon, passons maintenant au vif du sujet. Aujourd’hui, nous allons vous présenter 3 campagnes originales pour vous montrer que le nudge marketing peut s’adresser à des cibles différentes.
-
Les salariés : Google
L’une des cibles du Nudge marketing, c’est les salariés.
Google a encore frappé et a décidé d’utiliser le Nudge pour favoriser un comportement favorable chez ses salariés. Si vous ne le savez pas, Google prône le « free food » ou le repas à volonté. Trop chouette, n’est-ce pas ? Bon, un peu moins pour la santé, surtout quand c’est frites à la cantine.
Du coup, dans un souci éthique, Google a décidé de trouver une solution pour inciter les salariés à ne se resservir qu’en cas de réelle faim. Ingénieux mais pas compliqué, ils ont décidé de remplacer les assiettes classiques par des petites assiettes. Résultat : on ne peut pas remplir l’assiette autant qu’on le ferait avec des grandes assiettes donc on va se resservir uniquement si on a encore faim.
C’est bénéfique pour la santé, mais aussi pour la planète puisque ça réduit le gaspillage alimentaire. Et puis manger trop à midi, ça ne sert pas vraiment la productivité non plus…
-
Les clients : Ouigo
Le Nudge peut aussi être pensé par une entreprise à direction de ses clients, tout simplement. C’est ce qu’a décidé de faire la SNCF avec leurs trains Ouigo. En effet, les trains Ouigo étaient exposés à une problématique récurrente de propreté. Après plusieurs observations, ils se sont rendu compte que les enfants n’y étaient pas pour rien.
Ils ont alors décidé de s’associer avec l’institut d’études BVA pour trouver une solution à cela, et c’est tout naturellement que le Nudge s’est présenté à eux, comme une évidence. Le but était de mettre les enfants au cœur de cela et de les faire devenir acteurs de ce changement. Mais comment ? C’est bien simple, en les impliquant de manière amusante. Plusieurs choses ont été mises en place pour y parvenir.
D’abord, toutes les poubelles du train ont été transformées en « Poubellator » qu’il fallait nourrir de déchets. Cela a donné envie aux enfants de se déplacer jusqu’aux poubelles pour y jeter leurs déchets plutôt que de les laisser à leur place. Pour les y aider, des stickers ont été collées, sur les tablettes et les vitres du train, invitant les passagers à aller jeter leurs déchets et nourrir poubellator. Un bon moyen pour les parents d’apprendre les bonnes manières à leurs enfants, tout en s’amusant.
BVA et la SNCF ont aussi décidé de mettre des cibles colorées dans les toilettes pour hommes et garçons afin de les inciter naturellement à viser cette cible et à ne plus en mettre partout lors de leur passage aux toilettes. A nouveau, l’amusement est au cours de la stratégie et cela semble être un bon choix puisque les dégradations dans les trains Ouigo sont passées de 14% à 0% pendant les périodes estivales (période de test), tout en augmentant la satisfaction client !
-
Les citoyens : Groupe Oras
La dernière cible du Nudge et, et pas des moindres, ce sont les citoyens.
Le groupe Oras a décidé de lancer un compteur d’eau, de son vrai nom Amphiro, pas comme les autres. Il peut être connecté à toutes les types de douches et de baignoires.
Le compteur s’allume à chaque douche et calcule votre consommation d’eau en temps réel. Jusque-là, rien de particulièrement innovant. La particularité est que sur le compteur se trouve un ours blanc posé sur la glace. Au fur et à mesure du temps passé sous la douche et de l’eau qui coule, la glace sous l’ours fond doucement. Puis, arrive le moment fatidique où le compteur estime que votre douche est trop longue et il fait alors couler l’ours blanc. Ce compteur ludique permet aux petits comme aux grands de se rendre compte que le temps passé sous la douche est souvent trop long et que ça a un réel impact sur la planète.
Sous ce format jeu, les enfants eux aussi prendront conscience qu’il est important de faire des petits efforts au condition et peut être qu’ils deviendront des précurseurs pour les parents qui aiment un peu trop passer du temps sous l’eau chaude. On ne peut pas nier son utilité, ni celle du nudge puisqu’en Suisse 30 000 personnes l’ont adopté et il y a eu une baisse de dépense énergétique de 23%, en moyenne, sur cette population.
Si vous n’étiez pas encore convaincus par l’utilité et l’efficacité du Nudge malgré toutes ces explications et ces exemples, nous espérons que vous l’êtes à présent.
Comme quoi, un petit pas…
Elodie E.
73474 588640Visiting begin a business venture about the internet generally means exposing your products or services moreover provider not only to some individuals inside your town, but but to lots of future prospects who may possibly be over the web many times. straightforward internet business 84381
841885 808079The good intreguing articles keep me coming back here time and time once again. thank you so significantly. 147485
473708 652945Once I originally commented I clicked the -Notify me when new feedback are added- checkbox and now every time a remark is added I get four emails with exactly the same comment. Is there any means you possibly can remove me from that service? Thanks! 447382
990583 619088Utterly composed topic material , thanks for selective info . 960017
Hello! This post couldn’t be written any better!
Reading this post reminds me of my old room mate!
He always kept chatting about this. I will forward this page to him.
Pretty sure he will have a good read. Thank
you for sharing! asmr 0mniartist
I am actually pleased to glance at this web site posts which consists of plenty of useful data, thanks for providing these kinds of information.
0mniartist asmr
Yes! Finally something about 0mniartist. asmr 0mniartist
Why visitors still use to read news papers when in this technological globe everything is presented on web?
asmr 0mniartist
Sweet blog! I found it while browsing on Yahoo News. Do you have any tips on how to get listed
in Yahoo News? I’ve been trying for a while but
I never seem to get there! Many thanks asmr 0mniartist
bookmarked!!, I like your blog!
Wow, marvelous blog layout! How long have you ever been blogging for?
you made blogging glance easy. The total look of your web site is excellent,
let alone the content!
This site was… how do you say it? Relevant!! Finally I’ve found something
that helped me. Many thanks!
I really like your blog.. very nice colors & theme.
Did you design this website yourself or did you hire someone to do it for you?
Plz reply as I’m looking to construct my own blog and would
like to find out where u got this from. kudos
Wow, marvelous weblog structure! How long have you ever
been running a blog for? you made running a blog look easy.
The full glance of your site is magnificent, as well as the content material!
Stunning story there. What occurred after? Take care!
Hi, for all time i used to check webpage posts here in the early hours in the dawn, as i love to find out more
and more.
Nice post. I was checking continuously this blog and I
am impressed! Very helpful info specifically the last part 🙂 I care for
such information much. I was seeking this certain info for a very long time.
Thank you and best of luck.
I have read some excellent stuff here. Certainly
value bookmarking for revisiting. I surprise how so much effort
you place to create the sort of great informative web site.
Have you ever heard of second life (sl for short). It is basically a video game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these Second Life authors and blogs
This was awesome! I would like you to clean up all this spam though
scoliosis
Hi to every body, it’s my first go to see of this web site;
this website includes remarkable and actually good material for readers.
scoliosis
scoliosis
It’s actually a cool and helpful piece of information. I’m glad
that you just shared this useful information with us. Please keep us up to date like this.
Thanks for sharing. scoliosis
Have you ever heard of second life (sl for short). It is basically a game where you can do anything you want. SL is literally my second life (pun intended lol). If you would like to see more you can see these sl websites and blogs
scoliosis
Hello my loved one! I wish to say that this article is amazing, nice written and include
almost all significant infos. I’d like to see
extra posts like this . scoliosis
399494 667173Greetings! This really is my initial comment here so I just wanted to give a quick shout out and let you know I genuinely enjoy reading by way of your blog posts. Can you recommend any other blogs/websites/forums that deal with exactly the same topics? Thank you so much! 690668
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. Second life is literally my second life (pun intended lol). If you would like to see more you can see these sl authors and blogs
free dating sites
Greetings! Very useful advice in this particular post!
It is the little changes which will make the most important changes.
Thanks a lot for sharing! dating sites
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. SL is literally my second life (pun intended lol). If you would like to see more you can see these sl articles and blogs
Hello, I do think your site could possibly be having
web browser compatibility issues. When I take a look at your website in Safari, it looks fine however, if
opening in I.E., it’s got some overlapping issues. I simply wanted to give you a quick heads
up! Apart from that, fantastic blog!
Have you ever heard of second life (sl for short). It is basically a video game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these sl authors and blogs
Hello, always i used to check web site posts here in the early hours in the break of day,
as i like to find out more and more.
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. SL is literally my second life (pun intended lol). If you would like to see more you can see these second life articles and blogs
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these sl websites and blogs
This article is truly a pleasant one it assists
new web visitors, who are wishing for blogging.
Have you ever heard of second life (sl for short). It is basically a online game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these sl articles and blogs
Good day! Would you mind if I share your blog with my
facebook group? There’s a lot of folks that I think would really enjoy your
content. Please let me know. Cheers
Wow that was odd. I just wrote an incredibly long comment but
after I clicked submit my comment didn’t appear.
Grrrr… well I’m not writing all that over again. Anyways, just wanted to say excellent blog!
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. Second life is literally my second life (pun intended lol). If you would like to see more you can see these sl websites and blogs
I am really enjoying the theme/design of your blog.
Do you ever run into any web browser compatibility issues?
A couple of my blog audience have complained about my
website not operating correctly in Explorer but
looks great in Firefox. Do you have any advice to help fix this issue?
It’s awesome designed for me to have a website,
which is helpful designed for my knowledge. thanks admin
Hello! I could have sworn I’ve been to this web site before but after browsing through many
of the articles I realized it’s new to me. Regardless, I’m definitely pleased I came across it and I’ll be
book-marking it and checking back frequently!
This was awesome! I would like you to clean up all this spam though
Hi there, just became aware of your blog through Google,
and found that it is truly informative. I am
going to watch out for brussels. I’ll appreciate if you continue this in future.
Many people will be benefited from your writing.
Cheers!
Have you ever heard of second life (sl for short). It is basically a video game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these sl articles and blogs
This was awesome! I would like you to clean up all this spam though
Have you ever heard of second life (sl for short). It is basically a video game where you can do anything you want. SL is literally my second life (pun intended lol). If you would like to see more you can see these second life websites and blogs
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. SL is literally my second life (pun intended lol). If you would like to see more you can see these Second Life authors and blogs
Have you ever heard of second life (sl for short). It is basically a online game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these sl articles and blogs
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. SL is literally my second life (pun intended lol). If you want to see more you can see these sl articles and blogs
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these sl articles and blogs
Have you ever heard of second life (sl for short). It is essentially a video game where you can do anything you want. SL is literally my second life (pun intended lol). If you want to see more you can see these Second Life articles and blogs
Have you ever heard of second life (sl for short). It is basically a game where you can do anything you want. Second life is literally my second life (pun intended lol). If you would like to see more you can see these Second Life authors and blogs
It’s appropriate time to make some plans for the future and
it is time to be happy. I have read this put up and if I may I wish to
counsel you few fascinating things or suggestions. Perhaps you could write subsequent
articles regarding this article. I desire to learn even more things about it!
bookmarked!!, I like your site!
Its like you learn my mind! You seem to understand so much approximately this, such as you wrote the e book in it or something.
I feel that you can do with some percent to pressure
the message house a bit, however other than that, that
is fantastic blog. An excellent read. I’ll certainly be back.
Hey very cool web site!! Guy .. Excellent .. Superb .. I’ll bookmark your blog and take the
feeds additionally? I’m glad to find so many useful info
right here in the post, we’d like work out more techniques on this regard,
thank you for sharing. . . . . .
Thanks for the good writeup. It actually was a entertainment account it.
Look advanced to far delivered agreeable from you!
By the way, how could we keep in touch?
No matter if some one searches for his necessary
thing, therefore he/she wants to be available that in detail, so that thing is maintained over
here.
What i don’t realize is if truth be told how you
are not actually a lot more neatly-appreciated than you may
be right now. You are very intelligent. You already know therefore significantly with regards to this subject, produced me in my
view imagine it from numerous various angles.
Its like women and men aren’t involved except it is one thing to accomplish with
Woman gaga! Your personal stuffs nice. At all times take care of it
up!
409175 682921You got a quite great website, Gladiolus I located it through yahoo. 886974
The other day, while I was at work, my sister
stole my iphone and tested to see if it can survive a twenty five foot drop,
just so she can be a youtube sensation. My iPad is now broken and she
has 83 views. I know this is completely off topic but I had to share it with someone!
Hello would you mind letting me know which hosting company you’re
working with? I’ve loaded your blog in 3 different browsers and I must say this blog
loads a lot faster then most. Can you recommend a good web hosting provider at a
fair price? Kudos, I appreciate it!
I believe what you published was actually very
logical. But, think about this, what if you typed a catchier post title?
I ain’t saying your information is not solid, however suppose you added a headline
that grabbed folk’s attention? I mean Le Nudge
Marketing à trouvé ses cibles is a little plain. You
ought to look at Yahoo’s home page and note how they create news titles to get viewers to click.
You might try adding a video or a picture or two to grab readers excited about everything’ve
got to say. In my opinion, it might bring your website a little bit more interesting.
It’s an remarkable paragraph in favor of all
the online visitors; they will get benefit from it I am sure.
I’m really impressed with your writing talents and also with the format in your
blog. Is this a paid subject or did you customize it your self?
Anyway stay up the nice quality writing, it is rare to see a
great weblog like this one nowadays..
I am regular reader, how are you everybody? This paragraph posted at this web site is really good.
Just want to say your article is as amazing. The clearness in your post is simply cool and
that i can assume you are an expert in this subject.
Well with your permission allow me to take hold of your RSS
feed to stay updated with forthcoming post. Thanks a million and please carry on the
rewarding work.
Attractive section of content. I just stumbled upon your site and in accession capital to assert that I
acquire in fact enjoyed account your blog posts.
Any way I’ll be subscribing to your augment and even I achievement you
access consistently quickly.
I have read so many content on the topic of the blogger lovers except this
paragraph is in fact a pleasant piece of writing, keep it up.
Hey very nice blog!
It’s truly very difficult in this full of activity life to listen news on TV,
so I simply use world wide web for that purpose, and obtain the most recent
information.
I just like the helpful info you provide in your articles.
I will bookmark your blog and take a look at once more here regularly.
I’m slightly certain I’ll be informed many new stuff proper right here!
Good luck for the following!
I’m gone to say to my little brother, that he should also pay a quick visit this web site on regular basis to get updated from hottest information.
These are truly enormous ideas in about blogging. You have touched some good factors here.
Any way keep up wrinting.
Hurrah! In the end I got a weblog from where I can really take useful data regarding my study and knowledge.
Currently it sounds like Movable Type is the best
blogging platform out there right now. (from what I’ve read) Is that what
you’re using on your blog?
Hi, I do believe this is a great web site. I stumbledupon it 😉
I may revisit yet again since I saved as a favorite it. Money
and freedom is the best way to change, may you be rich and continue to guide other
people.
I do trust all of the ideas you’ve offered on your post.
They’re very convincing and can definitely work.
Nonetheless, the posts are very brief for novices.
May you please extend them a bit from next time? Thanks for the post.
Hi, this weekend is nice designed for me, for the reason that this time i am reading this great
informative piece of writing here at my home.
Hello would you mind stating which blog platform you’re using?
I’m planning to start my own blog soon but I’m having
a difficult time deciding between BlogEngine/Wordpress/B2evolution and Drupal.
The reason I ask is because your design seems different then most
blogs and I’m looking for something unique. P.S Sorry for getting
off-topic but I had to ask!
Hello i am kavin, its my first time to commenting anyplace, when i read this article
i thought i could also create comment due to this sensible
paragraph.
I am not sure where you are getting your information,
but great topic. I needs to spend some time learning more
or understanding more. Thanks for magnificent information I was looking for this info for my
mission.
I was very pleased to uncover this website. I want to to thank you for
ones time for this particularly wonderful read!! I definitely really liked every bit of it and I have you bookmarked to check out new stuff in your blog.
Wallpaperbuzz offers high quality desktop and mobile wallpapers design to fit the modern requirement of the users. Stunning pictures of the landscape, sceneries and celebrity will make you feel amazed after look them.
Wonderful beat ! I wish to apprentice while you amend your web site,
how could i subscribe for a blog website? The account helped me a acceptable deal.
I had been a little bit acquainted of this your broadcast offered bright clear
idea
Simply desire to say your article is as astonishing.
The clearness in your post is just spectacular and i could assume you are
an expert on this subject. Well with your permission allow me to grab
your feed to keep up to date with forthcoming post. Thanks a million and please keep up
the rewarding work.
This paragraph gives clear idea in favor of the new people of blogging, that actually how to do
blogging and site-building.